Have you guys seen the old Coca-cola Zero commercials? They are ridiculously awesome…

“Hey, fat ass, just drink diet soda! It works for the Americans!” (Not an accurate translation)

This commercial spot ironically mocks the ‘Cool Biz’ (クールビズ) style that the government promotes in Japan to help cut down on air-conditioning and other types of electricity consumption. No one takes the Kyoto Protocol more seriously than Japan.

Way to go, Coca-cola. Let’s promote an image of anti-conformity while also alluding to samurai and ‘honorific individualism’ (if I can also allude to Ikegami Eiko’s book).

Tags: Japanese culture

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